THE EXISTENCE OF OVERALL SATISFACTION IN SERVICE CUSTOMER RELATIONSHIP'S
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Date
2006-09
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MAGISTER MANAGEMENT UGM
Abstract
Garbarino and Johnson (1999)find that there is no correlation
between overall satisfaction and loyalty in the field of customer
relationship. Their$nding indicates that satisfaction is no longeran
important issue in managing service organizations. This research
investigates the existence of satisfaction in service organizations,
which have relationships with customers. Contrary to Garbarino
and Johnson's (1999) finding, this research finds that overall
satisfaction, through commitment, has a relationship with loyalty.
Hence, customer satisfaction is still a main issue with respect to
managing service organizations, especially service organizations
that have customer-relationship strategy. Survey method was conducted
to test- 12 hypotheses, and the sample of this research is
customers of credit cardholders and supermarket. cardholders.
Sample size is 382 consisting of 196 (51.3%) credit cardholders and
I86 (48.7%) supermarket cardholders. Data were analyzed using
two-step structural equation modelling technique. In addition, this
research also shows that investigators and managers should pay
attention to affects, because affects have a unique role in relationship
customer behavior
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Keywords
affects, commitment, loyalty;, overall satisfaction;, perceived quality;, trust
Citation
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